Keywords
Importance Performance Analysis
Minimarket
Service Quality
SERVQUAL
How to Cite
Plaudit
Abstract
This study conducts a comparative analysis of service quality between two competing minimarkets in Indonesia: Pindadmart (a state-owned enterprise affiliate) and Alfamart (a market leader). The objective is to identify performance gaps and formulate strategic improvement priorities. The research employs a dual-methodological approach utilizing the SERVQUAL model to measure the gap between customer expectations and perceptions across five service dimensions (Tangibles, Reliability, Responsiveness, Assurance, Empathy), and Importance-Performance Analysis (IPA) to map service attributes and identify areas requiring immediate managerial attention. Data were collected via questionnaires from 110 respondents, evenly distributed between the two retailers. The results reveal a significant service quality deficit at Pindadmart, which exhibits a larger negative gap score (-1.20) compared to Alfamart (-0.77). The most critical gap for Pindadmart lies within the Empathy dimension, specifically concerning employee attentiveness to customer needs (Gap = -1.67). The IPA matrix positions attributes such as adequate parking (P3) and employee trustworthiness (P16) in the high-priority quadrant for Pindadmart. This study conceptually and empirically links perceived empathy failures to underlying operational deficiencies, specifically product stockouts, arguing that customers interpret inventory unavailability as a lack of organizational care. Recommendations focus on synergizing operational improvements in inventory management with enhancements in physical facilities and employee training to bolster customer satisfaction and fulfill the cooperative’s role in mentoring local MSMEs.
References
“Indonesia retail market size & share analysis - Growth trends and forecast (2025 - 2030),” Mordor Intelligence, 2025. [Online]. Available: https://www.mordorintelligence.com/industry-reports/indonesian-retail-industry
D. Tesic, “Measuring dimensions of service quality,” Strateg. Manag., vol. 25, pp. 12–20, 2020.
H. Tannady, F. Nurprihatin, and H. Hartono, “Service quality analysis of two of the largest retail chains,” Bus. Theory Pract., pp. 177–185, 2018.
I. N. Rokhmah, “The influence of service quality and promotion on customer satisfaction at Indomaret Kleco,” Int. J. Econ. Bus. Account. Res., vol. 9, no. 3, pp. 770–776, 2025.
C. Grönroos, “A service quality model and its marketing implications,” Eur. J. Mark., vol. 18, no. 4, pp. 36–44, 1984.
A. Parasuraman, V. A. Zeithaml, and L. L. Berry, “SERVQUAL: A multiple-item scale for measuring consumer perceptions of service quality,” J. Retail., vol. 64, no. 1, pp. 12–40, 1988.
J. A. Martilla and J. C. James, “Importance-performance analysis,” J. Mark., vol. 41, no. 1, pp. 77–79, 1977.
M. Mazzarol and S. Reboud, “Cooperative enterprise: Challenges and opportunities in the global economy,” in Co-operatives and Local Economic Development, M. Cook and I. M. Taib, Eds. London, UK: Routledge, 2019, pp. 45–62.
I. Jabbouri, H. Satt, O. El Azzouzi, and M. Naili, “Working capital management and firm performance nexus in emerging markets: Do financial constraints matter?,” J. Econ. Adm. Sci., vol. 40, no. 5, pp. 1020–1030, 2024.
S. Madhavedi et al., “Analyzing customer satisfaction: An empirical study on the services provided by large format retail stores in tier-III cities of India,” J. Ecohumanism, vol. 3, no. 4, pp. 1736–1747, 2024.
P. Kotler and K. L. Keller, Marketing Management, 16th ed. Harlow, UK: Pearson, 2022, ch. 14.
R. Wahyuningtyas, G. Disastra, and R. Rismayani, “Toward cooperative competitiveness for community development in Economic Society 5.0,” J. Enterprising Communities People Places Glob. Econ., vol. 17, no. 3, pp. 594–620, 2023.
R. D. Sari, A. E. Ekaputra, and N. Ihwani, “Integrating TAM, trust and perceived risk factors on emerging-market consumers’ attitude towards shopping for Muslim fashion online,” Sinergi Int. J. Manag. Bus., vol. 2, no. 3, pp. 148–158, 2024.
C. Tedjokusumo and W. R. Murhadi, “Customer satisfaction as a mediator between service quality and customer loyalty: A case study of Bank Central Asia,” J. Siasat Bisnis, vol. 27, no. 2, pp. 156–170, 2023.
A. R. Alshehadeh, R. S. Al-Ashi, and G. A. Elrefae, “The effect of changes in the establishes of early retirement in the social security law on the operating performance of the Jordanian social security corporation,” Calitatea, vol. 26, no. 204, pp. 79–87, 2025.
P. M. B. Nguyen, X. L. Pham, and G. N. T. Truong, “A bibliometric analysis of research on tourism content marketing: Background knowledge and thematic evolution,” Heliyon, vol. 9, no. 2, Feb. 2023.
M. Flacandji, J. Passebois Ducros, and M. Ieva, “Redesigning loyalty marketing for a better world: The impact of green loyalty programs on perceived value,” J. Serv. Theory Pract., vol. 33, no. 4, pp. 465–487, 2023.
R. K. Singh, S. K. Garg, and S. G. Deshmukh, “Strategy development by SMEs for competitiveness: A review,” Benchmarking An Int. J., vol. 15, no. 5, pp. 525–547, 2008.
J. R. Evans and W. M. Lindsay, Managing for Quality and Performance Excellence, 11th ed. Boston, MA, USA: Cengage Learning, 2020.
D. C. Shoup, “The high cost of free parking,” J. Plan. Educ. Res., vol. 17, no. 1, pp. 3–20, Sep. 1997.
C. W. L. Hart, “The power of unconditional service guarantees,” Harv. Bus. Rev., vol. 66, no. 4, pp. 54–62, Jul.–Aug. 1988.
M. K. Brady and J. J. Cronin Jr., “Some new thoughts on conceptualizing perceived service quality: A hierarchical approach,” J. Mark., vol. 65, no. 3, pp. 34–49, Jul. 2001.
C. Benjes-Small and E. Kocevar-Weidinger, “Secrets to successful mystery shopping: A case study,” Coll. Res. Libr. News, vol. 72, no. 5, pp. 274–287, May 2011.
J. S. Kim, “Attitudes toward global and local consumer culture and the meanings of brands,” Rev. Mark. Sci., vol. 20, no. 1, pp. 37–61, 2022.
F. Murialdo, “Rethinking retail: Navigating the intersection of commerce, community, and sustainability,” in The Future of Retail and Service Design, 1st ed. New York, NY, USA: Routledge, 2025, pp. 7–26.
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
Copyright (c) 2026 Anggoro P. Utomo, Roland Y.H. Silitonga, Alexander G. Agung